Marketing Essentials

Table of Contents

INTRODUCTION...........................................................................................................................1
TASK 1 ........................................................................................................................................1
TASK 2..........................................................................................................................................13
A...........................................................................................................................................13
B...........................................................................................................................................15
CONCLUSION..............................................................................................................................22
REFERENCES..............................................................................................................................23
INTRODUCTION
In the present era, marketing has become an important concept for the business
organizations. This creates value for their customers and provides them with products that fulfil
their needs. Marketing is an action process which is used to sell products and services to the
targeted customers. This process helps the firm to sustain their competitive advantage as
compare to other market players. For this, organizations use many tools and techniques so that
they can create a strong base of customers and can earn more profits than their rivals. Marketing
mix is adopted by the organization so that they can provide quality services to their consumers.
These are some variables in this process such as price, place, promotion and product. The present
report is based on EE Limited which performs its operations in the telecommunication industry.
This enterprise focuses on the marketing strategies so that they can increase their sales and
generate more profits. The below mentioned report emphasizes on the market concepts and its
trends which help the company to get success in the market. Along with this, it also explains
roles of the manager and what process should be used by him to improve its overall performance.
Further, it also focuses on the extended marketing mix that how these elements help the
organization in attaining all the goals.

TASK 1

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TASK 2
A.
Marketing mix is a combination of variables that can be controlled by the firm in order to
influence the customers so that they can purchase products of the organization (Braslow, 2015).
Some of the elements of marketing mix are price, place, product and promotion. There are some
extended variables such as physical evidence, process and people. O2 and EE Limited both are
following these elements so that they can generate more revenues and can attract more customers
(Basic elements of the marketing function. 2012). EE Limited and O2 both are performing their
operations in telecommunication industry. Business organizations have to monitor the
performance of their services and due to the changing taste and preferences of the people the
firm have to change these variables.
Comparison between the marketing mix of EE Limited and O2:
Marketing mix of EE Limited:
Product: It is the commodity that is consumed by the customers in order to satisfy their
need and demands (Chahal and Sharma, 2006). It is the responsibility of firm to offer products
that are in demand. EE Limited offer many services such as broadband,fixed line and mobiles to
their customers. This industry also launch some tablets and smartphone in order to attract more
customers than the competitor.
Price: Price of the commodity should be related to their quality. Customers pays this
amount so that they will be able to consume the services that the firm is offering. EE Limited
follow the pricing strategy so that they can sustain their competitive advantage in the UK market.
The firm will not cut down the prices of their products rather they add some more features so that
customers can satisfy their needs (Chamorro-Mera, Miranda and Rubio, 2014).
Place: It is related to the distribution channel through which products are delivered to the
customers. EE limited offer its services through variety of channel such as retail outlets, call
centres, websites and social media (Introduction of marketing essentials. 2016). The firm is using
online channel in order to provide services to the users. This is very simple and direct method.
The telecommunication industry also open new retail stores in the country so that sales can be
increased.
Promotion: This is an important element of marketing mix because through this brand
image of the firm can be improved. EE Limited more focused on their public relation with the

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different kinds of stakeholders (Chang and Chin, 2011). If this relationship get improved then the
firm can achieve its all objectives and their overall performance can be improved. Along with
this, the firm also uses online media and advertisements in order to promote their products and
services.
Physical evidence: It is related to the physical presence of the company in the business
environment. Physical evidence of products is important for the customers that they buy such
products from EE Limited. Sometimes, risks are also attached with the services so it is the
responsibility of the manager to provide the clue to the customers so that they can buy the
products of the firm (Clow and James, 2013).
Process: It is related to the medium from which products are delivered to the customers.
The channel should be effective so that customers get satisfied with their products and services.
Consumers are not only focuses on the services but they also focuses on the process that how
they receive these services.
People: Employees, employers and leaders all play an important role in companies
success. Customer services should be effective so that the firm can satisfy the need of the people.
So, it is the responsibility of these people to provide the quality services to the users (Cua,
Reames and Chai, 2013). In return, EE Limited will give some compensation and rewards to
their employees so they feel motivated and work hard for the organization.
Marketing mix of O2:
Product: O2 offer its products and services to the consumers such as mobile phones,
tablets, business apps and accessories. The firm established as a trustworthy and quality brand in
UK market (Dioko, 2016). They also offer some accessories such as memory card, smart watches
with their products so this will attract more customers and the firm can increase their profits.
Price: The firm offer quality services to their customers at relevant prices. O2 provide
products and services according to the need of consumers. Along with this, they also provide an
opportunities to the customers so that they can choose their plans on the basis of their budget.
The company follow skimming strategy and on the basis of this they are able to maintain the
high price and high promotion (Draelos, 2010). Through this they can also gain the market share
as compare to other competitors.
Place: O2 is the second largest telecommunication industry in UK that provide the
services to the customers. The firm provide its services through different channels such as retail

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outlets. The firm have approx 450 outlets in the country. They work on their distribution
channels and it is the strength of this industry.
Promotion: Promotional activities are used by these kind of industries so that they can
increase their sales (El-Gohary, 2010). O2 mainly uses social sites to promote their products and
services. Some social sites are facebook, youtube, twitter and so on. The firm place an
advertisement on the social sites to attract more customers. They also offer free tickets of rugby
match on their websites so that people can buy services of the company.
Physical evidence: It is related to the physical presence of the firm in UK market. The
firm have approx 450 retail outlets in the country and they are also following expansion strategy
in order offer their services throughout the world. People don't want to purchase such things that
are new in the market so it is the responsibility of an enterprise to provide an demo of that
products. So that customers will buy such services that fulfil their need and demand.
Process: It is related to the delivery channels that are used by O2. These channels should
be effective so that customers can easily access their services. Promotional activities aggressively
used by the organizations because its profits are totally dependent on the advertisement
campaigns (Banerjee, 2013). On the basis of these, they have to improve their services so that
consumers will get satisfied with the products of O2..
People: All the people who are working in the organization are important for the success
of O2. Employees are responsible to provide quality services to the customers because through
this they can increase their revenues. If customers are not able to provide good services to the
service users then it will degrade the performance of O2. So for this, the manager have to
provide training and development to their employees because this can enhance their skills,
knowledge and experience (Beatty and Samuelson, 2014). On the basis of these core
competencies, staff members will be able to make happy to their customers.
B. Company Overview
EE is the integral part of BT that serves communication services to the public of UK. After the
giant company BT, EE is the most advanced technology communication company. The only
company is providing fastest communication services in the nation. It is the first company in UK
that has introduced the latest technology 4G in the mobile world. Approximately it has more than
553 retail stores and more than 31 millions of connections in all over the world. This
organisation is subsidiary of BT. EE communication has categorised its services into three

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different segments, 4GEE service, Orange and T-mobile. Under the 4GEE service the customer
can enjoy the fastest mobile communication service. The customer can enjoy the 4G services in
their 4G supported devices and in other two kinds of services the customers can use 2G and 3G
services. As per the current market calculations it has been originated that the EE has covered
75% of the total population under their superfast 4G services in the UK geography (EE
Communication, 2017).
Internal Analysis:
The internal analysis is important to actualise the internal environment of the organisation that
helps the management to keep focusing on the needs and requirements of the organisation as well
as take remedial decision as per the requirements. In addition, the internal analysis is also helpful
for the organisation like EE to keep a control on the various internal functions of the
organisation. Hauer (2011) stated that the internal analysis includes the calculation of the internal
sources such as manpower, materials and methods that helps an organisation to run smoothly in
the market. The statement has perceived that under the internal analysis the top management is
looking for relevant need of change or improvement so that according to which they could guide
their employees to achieve their goals.
In order to keep control on the internal environment of the organisation the management have to
focus on the five M.
Manpower: The workforce or the manpower is the major factor for any of organisation. In an
organisation the entire management is dependable on their manpower to take care of the
organisational plan and policies.
Materials: The materials are the resources that are available in the organisation performing the
task at workplace. Mihart (2012) stated that it is the responsibility of the top management that
they should keep focus on the availability of the resources at workplace. The statement has
perceived that in the organisation the availability of the resources denoted that the organisation is
in good condition.
Machines: Are the equipments or the tools that are available in the organisation for performing
an individual task. In the organisation like EE, at workplace the need of proper equipments is
must this will help to complete the task without any wastage.
Method: The process or way to complete a task or to follow the plans and policies. The method
here is being defined as the factor by the help of which the top management is performing their

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duty and fulfils their job responsibility (Marketing essentials, 2017). Any kinds of issue can be
solving out by following a proper method.
Money: Finance is the life line of blood of the organisation that helps the management to
implement the plans and policies in actual form. The finance helps the top management to
arrange relevant tools and other facilities for the employees so that they can perform well. The
EE have to focus on their finance part to strengthen their internal environment.
External Environment
The external environment has been defined as the environment that is beyond the geographical
are of the organisation. Nguyen and Simkin (2012) stated the external environment has that
entire independent factor, which are affecting the internal environment of the organisation
directly and indirectly. The statement has even defined that the organisation has to keep focus in
its several external factors so that the organisation could estimates the future uncertainties in the
market. The selected organisation has good control over its external environment as it would be
discussed in detail.
In order to understand as well as measure the external factor of the organisation, the top
management has the option to go with PESTEL. The PESTEL is the one of the most efficient
technique to analyse as well as measure the impact of external factor on the performance of the
organisation. Berens (2007) stated that for an organisation might be it is easy to control its
internal environment but it is quite hard to control its external factors. The statement has deduced
that for any of organisation it is quite difficult to measure its external because it is infinite in
number. For example an organisation can keep focus on its numbers of employees at workplace
that what they are doing and how? On the other hand, it is very much difficult to keep focus on
the numbers of customers in the market. Hence, it has been deduced that PESTLE is the effective
factor that would further help an organisation to keep focus on its external factors by measuring
each of the elements in relevant way. The selected organisation, EE communication has also
measured its external factors as what would be discussed in detail.
From the political point of view the selected organisation, EE is enjoying the
privileges of the government of UK. As the organisation is performing as
Political
subsidiary body of BT, the largest telecom company of UK. IT has positive
supports from the political parties of UK.
Economic The demand and supply scale of EE is favourable as per its goals and

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 objectives. As EE has launched the 4G service in the market that has helped
the customers to enjoy the fastest network in UK. Almost it has covered
about 75% of the customers in the market.
As per the social point of view the organisation has favourable customers in
the market. The company has developed its services as per the taste and
Social preference of the customers. In the market customer is demanding a new
tariff plan with best price and EE has launched the scheme of free data pack
with bulk recharge.
Technology makes an organisation king of the market as that has been proved
by EE. Technologically, EE serves the fastest networking to its targeted end
Technological users. Even the concept of 4G has been introduced by EE in the market for
the first time that has helped the users to enjoy the internet surfing and online
services.
As per the legal system it is already certified by the ISO 9001 and 14001.
Along with this the organisation has also maintained the rules and regulations
Legal
such at workplace such as Health and safety Act 1974, Equality Act 2010 and
Compensation Act 2016.
The organisation has keenly focused on its environmental factors. The
organisation has good control over its business environment. The human
Environmental activates are distracting the environment of EE such as terrorist attacks and
cyber crime but it has well established IT security system from the largest
software company Softcat.

Table 1: PESTEL Analysis of EE Communication

(Source: Desai, 2013)
SWOT Analysis
The SWOT analysis has been defined as the best technique to measure the current market
strength of the organisation. The SWOT analysis helps an organisation to keep focus on the
current status of the organisation also helps to estimate the future uncertainties. Kennedy and
Parsons (2014) defined that the SWOT analysis is the best option for calculating internal strength
and weakness of organisation based on which it can framed its future. The statement has
proposed that the selected organisation. EE communication has favourable business environment
but the level of competition in the market has increased the challenges. Further the SWOT

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analysis would help EE communication to keep focus on its internal factors and to estimates its
future market.
Strength Weakness
The organisation has more than 31 millions This company is not have defined physical
connections in the market evidence to serve customers
The company has almost 553 retail stores Most of the customers are not satisfied by the
The company has introduced the fastest services of the organisations as compared to its
growing connectivity in UK competitors
The company is working as subsidiary The tariff plans are costlier than other brands
company of British Telecom
Opportunity Threat
It has the biggest opportunity in the market is it At its services are nit up to the mark and hence
has integrated technology model that helps to the organisation is facing the challenge in
introduce some technical benefits for its end customer service from its competitive
users organisations like Vodafone UK, and
It can diversify its markets from service sector Telefonica UK
to the product sector The tariff plans and other services that are
It can add new product like tablet, mobile offering by the organisation is quite costlier
phones and laptop to increase the sales graph that enforced customers to switch other brand

Table 2: SWOT Analysis of EE Telecommunication

(Source: Black, et al., 2010)
Objectives
The organisation has set few objectives in order to achieve its organisational goals and objectives
 To enhance the return on investment by improvising the investment in the market
 To develop the equity fund for the organisation by developing the share price in the
market
 To increase the size of the customers in the new 4GEE market
 To lay down the issues in customer services and develop the trust factor between
organisation and customers
 To increase the fund by generating source of fund allocation to meet organisational needs

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The objectives of the organisation has defined that it has established in the market with strong
determination to increase its market size as well as market strength. The objectives of EE
communication would help this organisation to meet with its organisational goal as well as fulfil
the need of mission and vision statement.
Strategy
For an organisation the need of proper strategy is must that would further help that organisation
to fulfil their market need and reached to their organisational goal. The strategy has been defined
as the way or path that provides a direction to the organisation to perform possibly in the market.
Price Penetration: The price penetration has the technique under which the organisation is
launching their products and services at low cost. This has been used generally at the time of
tough competition in the market or under the type of perfect competition market type (Rudden,
2016). Under the perfect competition market, the level of competition is so close and high.
Hence, the organisation uses the price penetration for attracting the customers towards the
services.
Price Skimming: It is another technique that has been used by the organisation to influence the
mind or purchasing behaviour of the consumer in the market. Under this condition the
organisation is introducing their products and services as per the demand of the customers
(Puddle, 2015). EE communication has both luxurious and average level customers in the
market. Therefore, the price skimming technique would help to attract high income level
customers or the corporate sector to buy the service.
Competition Pricing: The competitive pricing is the hybrid situation, under which the
organisation is using both the pricing strategy to attract customers in the market.
Segmentation, Targeting and Positioning (STP)
The STP is the major technique for articulating the market in the future. Under the STP technique
the market has been selected based on some criteria. Segmentation, targeting and positioning are
those three marketing terms that is using by an organisation. The organisation EE
telecommunication company has already distributed its market based on the different segments.
It has various different tariff plans and other values added plan for its users (Parsons, 2013). As
per the segmentation technique the organisation is offering different plan for youngsters like free
night calls and for corporate people unlimited calls and internet on post-paid connections. Under
the concept of targeting, the organisation has focused on the individual group and produced

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services for them. Based on the above factors, the organisation has promoted its brand in the
market.
Tactics and Actions
Tactics are the included frameworks like business, integration, growth, and user
experience. EE company needs to know about what all are the right of way to manage the
organisation or the business (Desai, 2013). Through performance all the strategy that should be
implemented on the time to estimate what should be the enough time taking to resolve the
problem that the company is facing. EE Company can also increase their sales of the products
and services in international market. So, that the company can take proper actions and can apply
them in the objectives and goals of the firm. The tactics and actions are used by an organisation
in order to achieve their targets on time effectively and efficiently. It is also helpful to decide
proper action for completing the tasks.
Budget
Budget is a process that is used to calculate the entire business cost and the cost of
production. If EE ltd has enough budget plan in order to invest on the advertisement, sales
promotion. The requirement of the enough funds for the organisation is to be decided by the top
management (Rudden, 2016). This also represent that how enough the government can provide
the natural resources services to organisation for increasing their quality of the products and
services. The expenses done by the company should be analysed with the last years expenses so,
to know about the increment in different years. If the company fails to manage their yearly
budget then it will be tricky for the marketing team to organise a knock for the marketing
objectives.
Control
Control is the most significant function of the management of the EE Company. It is the
responsibility of the top management to keep focus over all separated departments. It’s
significant to keep good pace between different departments. Marketing manager should control
the price of products and services (Whitlow, 2012). The thinking of the customer runs in two
differ way, as if company offers low price than the product must be low quality and at higher
prices middle level and below customers cannot afford. It’s important for the organisation to
maintain the price of the services and the product in the context to the needs and demands of

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customers. The 7ps of marketing mix controls the market of different countries to attract the
customers by analysing their desires and needs.
Executive Summary
EE commutation avails variety of mobile phones and internet services in different
nations. The organisation has advanced technology with upgrades also have large network for
providing fastest internet services in UK. It is also offers required accessories that are mainly
linked to the customer’s needs and demands. The Android based tablets are also availed by this
EE Company so, that kids can also enjoy and be happy. Maximum numbers of customers have
attracted towards his brand after the positive approaches dine by EE communication (Hauer,
2011). As per the above discussion the organisation has gently analysed its internal and external
environment for deciding its future market. This investigation helps the business to overcome all
the strength as well as weakness about the company and the product. SWOT analysis helps the
organisation to understand the demands and needs to improve the products according to the
public and for the company.

CONCLUSION
From the above mentioned report it has been concluded that marketing is a core concept
of any business organization. Manager have to perform its different roles and responsibilities in
the firm so that overall performance can be improved and they will be able to achieve its
objectives. Some of the promotional activities are performed by the firm such as online
marketing, newspaper and so on. Through these activities an enterprise can endorse its business
on large scale. Marketing manager should always focus on the innovations so that they can
sustain their competitive advantage over its rivals. EE Limited can use SWOT and PESTLE
model and on the basis of these they can analyse their internal and external environment. After
examine the business environment of company, the firm can improve its overall performance
that will lead towards the success.

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